A Skincare Line Meant To Treat And Protect Melanated Skin

Naomi Osaka has become a powerhouse on and off the court as an entrepreneur, investor and philanthropist. From her work with Nike’s Play Academy supporting young girls sports to refurbishing tennis courts in Queens with BODYARMOR LYTE to her latest collection with Levi’s and investment in Sweetgreen, Osaka has used her influence positively to partner with brands and non-profits. Osaka explained that when it comes to partnering with any brand she firstly looks at whether the company values align with her own. “Secondly, I see if I can be involved in the creative and/or design process and I organically have to use or strongly believe in the product. Then finally I like to meet the people in charge and vibe with them. So only after passing those four steps would I even entertain further discussions. I realize I am in a privileged position to be able to make strategic decisions like that and I am very grateful.”

While Osaka mentioned she might be temporarily stepping away from the tennis court, her latest venture KINLÒ is a functional skincare solution for melanated skin and underserved communities. She stated that while tennis can be challenging at times, she is very thankful for the platform it gives her and the ability to work on projects that matter to her like KINLÒ.

Backed by A-Frame, KINLÒ is amongst emerging brands within the personal care category that are centering needs of Black, Brown, and Asian Pacific communities, with a premier functional skincare line, specifically formulated to protect, repair, and renew melanated skin tones. The concept of KINLÒ was born from a public health need dismissed by BIPOC communities. The sun can have the same damaging effect on melanated skin (Black, Brown, Asian) as it does on fairer skin. The mortality rate for Black Americans with Melanoma is actually 3X’s higher than that of white Americans, due to the fact that it is generally detected at a more advanced stage. This is an opportunity for education and awareness in communities of color where the narrative has often been that more melanated skin does not need additional protection from the sun, and that is just not the case. KINLÒ is bringing high-quality and sustainable products to the market at an attainable price point for all demographics. The brand pays homage to Naomi’s bicultural heritage in the meaning of the name KINLÒ, with both Kin and Lo meaning ‘gold’ in Japanese and Haitian Creole respectively.

“I wanted to create a brand that filled a void and served a specific need and that’s where KINLÒ was born. As I spoke to many people in the beauty field there was a statistic that really shook me and that was the fact that people of color have a 3 times higher mortality rate due to skin cancer than other people and that is due to early detection,” shared Osaka. “Black, Brown and Asian Pacific skin tones have this myth that because our skin is dark we don’t burn and won’t get skin cancer and that is just wrong. Once I was given that information for me the rest fell into place. Create a line that protects, nourishes and repairs melanated skin while also making it high quality at a price that also is accessible to all. While I cannot speak to why others haven’t done more of this, I can say that I am excited that with the help of an amazing board and partners like GoDaddy I am able to make it really affordable and accessible and that to me is so important.” 

When creating KINLÒ, it was important for Osaka and A-Frame to partner with a dermatologist that specializes in the treatment of melanated skin. The brand appointed, Dr. Naana Boakye, a Black female dermatologist, and founder of Bergen Dermatology, as Dermatology Director to understand the unique needs of melanated skin, some of the common myths and misconceptions about caring for melanated skin, and the unmet needs in current products on the market.  Dr. Boayke shared that each product is formulated to address the needs of people with more melanin in their skin. Such as including ingredients like safflower and jojoba oils, glycerin, and shea butter as melanated skin tends to lack hydration. One of the biggest goals for KINLÒ was ensuring the sun care did not leave any white cast or residue by creating a non-nano sunscreen. The current line includes the Golden Ray Sunscreen, Hydrating Eye Cream, Golden Mist and Lip Balm.

“KINLÒ has been in the works for over 18 months with an amazing team to bring the concept to life. All of this came from an idea that Naomi had with a mission to solve a common issue for people of color when it comes to finding a sunscreen that really works with melanated skin. More importantly, Naomi felt there was a real public health need for sun care education as Black individuals suffer from later-stage skin cancer at higher rates than white individuals do. We are very thankful to have A-Frame and GoDaddy partner with Naomi to bring KINLÒ to life,” shared Osaka’s agent, Tom Chapman. 

Osaka’s loves for tennis has not only made her a top ranking athlete but has also taught her how to play in the world of entrepreneurship, “Things aren’t always going to go according to plan and sometimes the outcomes are out of your control but you need to adapt, shift, be willing to pivot and think on your feet.” As far as finding balance as a multi-hyphenate, Osaka focuses on a consistent routine. “Starting my days, in the same way, helps me find comfort and balance even when I am not at home or traveling. A great meal, my favorite go-to Sweetgreen salad, being well-rested, staying hydrated are all things that keep me balanced. I also find comfort in listening to music and doing guided meditations on my phone. The rest of my days are also pretty structured from practice, to conditioning, to recovery. I do live a very routine life and since that routine often finds me in new cities and hotels so much, it’s helpful to have an element of consistency,” she explained.  

Osaka has also been known to prioritize her mental health as an athlete which has paved the way for other athletes to take care of their own mental health and for organizations to start finding more solutions to cater to their athletes. “I’m still a work in progress but I hope that I have started a conversation that can be helpful to others. It’s definitely being spoken about more and I’m optimistic that perspectives are shifting,” Osaka shared. Whether it be through KINLÒ, on the court, or through her advocacy, Osaka brings passion, grit, and purpose to everything she touches.